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NONE: Re: ONLINE-ADS>> Peter Bull's fanciful "ad piracy" hypothetical
Re: ONLINE-ADS>> Peter Bull's fanciful "ad piracy" hypothetical
Jay Gaines (jayg_at_interzine.com)
Wed, 03 Dec 1997 18:10:53 -0500
One issue that I think is being overlooked in this debate is the
fact that many (hopefully most) advertisers care about not only
the type, but also the *quality* of the content their ads are
associated with. The fact is that 95% of the sites out there
are not even close to professional quality. If I'm an advertiser
I wouldn't want my ad popping up (even if it is in a separate
frame) as the user accesses a poorly designed site with
irrelevant or irritating content. I don't think most
advertisers would want to run the risk of having their product or
service associated with a negative experience. Anybody in a
position to buy advertising, be they a media buyer at a large
agency or the owner of a local pizza parlor, will look carefully
at the context in which their ad will be delivered. People don't
just buy advertising on the Web, they buy it on specific sites.
At InterZine we like to think that we have built great sites and
strong communities, and advertisers recognize the value of
this. Our users are very loyal and have a strong sense of
ownership of the sites, and it seems obvious (and our high click
through rates prove) that ads delivered in this context are more
effective. We have worked very hard to create attractive, well
designed, fast loading, best in class sports sites, and I know
that is why we have experienced such tremendous success selling
advertising to everybody from dozens of major blue chip
advertisers to local businesses. How can an ISP guarantee that
an ad will only show when a high quality site is being accessed?
Also, there are ways to deliver targeted advertising using
content. I think we at InterZine effectively deliver targeted
advertising for local businesses in the U.S. via our golf (iGOLF)
and ski (iSKI) sites. The sites have travel areas and
comprehensive, descriptive listings of thousands of ski and golf
resorts/courses, and local businesses especially restaurants,
lodging and sports shops/rentals have had great results
advertising in these areas. Basically, advertisers can buy what
we call "search result advertisements", which means (using golf
as an example) when a user searches for golf resorts/courses in a
specific State, or looks up a specific course their ad will be
delivered with the content.
===============
Jay Gaines
Producer, Advertising Sales
InterZine Productions, Inc.
http://www.interzine.com
http://www.igolf.com http://www.iski.com
http://www.irace.com
http://www.solsnowboarding.com http://www.ibike.com
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